Brat Sees Growth in Clean, Simple, Spoiled Girls Approach

Brat, Glendale, NY, the moderately-priced, Generation Y-branded catalog launched last year, mailed its fifth book last week to about 500,000 households nationwide -- the new merchandising company's largest postal drop to date.

The 68-page glossy, which competes primarily with Delia's and MXG, continues to find success sporting casual clothing, shoes and jewelry to teenage girls aged 11- 15. But in addition, the brat book offers accessories, a limited selection of formal wear and even some furniture with price points ranging from $12 to $100. The catalog highlights conspicuously colored writing pens and diaries, sunglasses, key chains and time pieces between $3 and $26.

The brat catalog company's creative director, Mike Burwasser, said more growth is ahead. And he doesn't seem too concerned about his competitors just yet. "We're more in the business of marketing fashion and I think our customers see us as more clean and more simple as well," he said.

He said the catalog will probably increase to 74 pages for its Winter 99 book, which should be in 650,000 homes by Oct. 10.

Burwasser's brat is more streamlined and predictable that the Delia's and MXG brands, but he said that's a decision the company made on purpose, one intended to keep the book looking simple, clean and well differentiated from its competitors.

"You know, its funny," he said, "Many of MXG's advertisers have called us trying to purchase print advertising space in our catalog but we are not going to be moving in that direction. Right now, we're just trying to keep our image and our style consistent because it's been very effective."

Burwasser said brat's better customers and overall best sales come from the suburban geographic areas around major cities across 15 states, "But I'd say California, Texas, New York, New Jersey and probably Illinois do best. I like to imagine our customers screaming with joy when they open the mail box and discover their latest issue of brat."